South Korea's department stores are capitalizing on a "wedding boom" as marriage rates climb to their highest level in seven years, driving demand for everything from jewelry to home appliances.
According to the National Data Agency's 2025 Population Trends Survey released on the 9th, marriages totaled 240,370 last year on a preliminary basis. This marks the first time marriages have exceeded 240,000 since 2018, when 257,622 couples wed.
The rebound in marriages has boosted wedding-related spending at major retailers. Lotte Department Store reported that sales of imported watches and jewelry surged 65% year-on-year during its "Wedding Fair" held from late last month through the 2nd of this month. The retailer's "Lotte Wedding Members" program, which offers wedding mileage benefits, maintains steady demand with approximately 30,000 members annually.
Shinsegae Department Store's travel platform Via Shinsegae saw reservations for premium honeymoon packages jump 160% in the January-February period compared to last year. Luxury jewelry sales rose 54.9% over the same period. Hyundai Department Store's "Club Wedding" membership for engaged couples recorded a 10% year-on-year increase in cumulative sign-ups this year.
All three department store groups are ramping up wedding promotions. Lotte plans to expand its Wedding Fair for the fall peak wedding season following its spring event. Via Shinsegae has partnered with the Singapore Tourism Board to launch luxury hotel travel packages, offering vouchers worth approximately 240,000 won per traveler for select products. Hyundai is strengthening discounts on home appliances and furniture while considering expanding its wedding mileage program.
Engaged couples represent a core demographic of high-spending customers who often purchase wedding gifts, appliances, furniture, and travel packages in bulk. Wedding memberships and mileage programs encourage concentrated spending at a single retailer, with strong potential for these customers to become long-term patrons through subsequent life stages including childbirth and parenting.
"Wedding spending sentiment is improving alongside the rebound in marriages, and as the average age of first marriage rises, couples have greater purchasing power and show a clear preference for premium brands," a department store industry official said. "Given the wedding club structure where larger purchases yield greater benefits, demand for bundled wedding purchases is growing rapidly."
